At the outset there must be generated in the minds of the public a concurrent sceptical attitude to the existing bread culture coming from exposure of its disadvantages with the advertising of a replacement. Reminding the public to cut out or cut down and check how much better they feel is one part of it but offering them a replacement is the other another.
It makes sense that it has to be like bread just better for you. It's got to work for sandwiches buns toast and flat breads like pizzas and wraps.
Cohesion is the big problem and this is where the gluten wins for wheat.
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